ntc 2017 growth hack your marketing plan

@KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan

Swahili VerbRun Fast

Growth Hack Your Marketing PlanSESSION HASHTAG: #17NTCgrowthplan


Sr. Manager, Product

Marketing

Taylor Shanklin

T-ShankTaking it one deep breath and one glass of wine at a time.

@KimbiaInc@tshankcycles

Session Hashtag#17NTCgrowthpl

an

• Nonprofit tech nerd: Implementing, Participating, Marketing P2P events for dozens of organizations

• Mother of two very loud and very social children• Loves: Writing, COFFEE!!!, Karaoke, Queso• Hates: My weakness for queso• W

Email: [email protected] Follow Kimbia at kimbia.com and on Twitter @KimbiaInc Follow me @ www.tshank.co AND growthhackers.com (get a sneek peak now!)

mailto:[email protected]

http://www.tshank.co/


“SOUNDS LIKE ANOTHER BUZZ WORD.””

STARTED IN THE STARTUP WORLD IN 2010 by Sean Ellis, now CEO of GrowthHackers.com

AS A MEANS TO

1. Accelerate growth

2. And, recognize that modern software products are different than traditional, and therefore their distribution is different.


• Limited resources

• You might wear a lot of hats

• The dollars you spend on tools & infrastructure are donor dollars

• That can make decisions to spend money

• more emotional• and scary

• New programs – how do you project budget based on no historical income?

• Communication across teams can be fragmented

• You may be using a lot of different software tools across departments that essentially do similar things

• Data could be in many places


THE GREATEST ERA FOR FUNDRAISING


Growth Hacking For Good

#1: USER EXPERIENCE• Catering to the donor needs in a changing

technology landscape

#2: VALUE & MESSAGING PLATFORM• Your Image and Value message

#3: SOCIAL ENGAGEMENT• Using creative ways to engage for little $

#4: TECHNOLOGY TOOLBOX• Taking an analytical approach for little $

@KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplan#2: USER EXPERIENCE

@KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplanWE ARE IN THE AGE OF EASE

@KIMBIAINC @TSHANKCYCLES.KIMBIA | FUNDRAISE FASTER. SESSION HASHTAG: #17NTCgrowthplanATTENTION ARBITRAGE


User Experience Funnel

Your Chance At A First Impression

On mobile, people don't search, they discover for the first time

Increase in visual

communication

Shift from desktop to

mobile

“If you’ve time to kill, you want to be entertained. It’s a great moment for discovering new things.”

- Ed Couchman, Talk at Content Marketing Summit


Source: Study by Direct Buy


Our solution make it easier for your supporters to engage across their networks directly from their mobile device.

Channels

The percentage of donations made on a mobile device continues to grow year-over-year.

Mobile Donations On The Rise

GROWTH & OPPORTUNITY

Data based on Kimbia customer online fundraising

Mobile Fundraising


Demographics & Usage

Source: CDWSource: Dunham and Company


Donor Preferences

Source: Abila Donor Loyalty Study


MAKE IT EASY TO GIVEAND GET OUT OF YOUR OWN BOX


EASY REGISTRATION


EASY FUNDRAISING / EASY LOGIN

Mobile First – Responsive

Fundraising Center

Make It Easy To Login To Fundraising Center


o A fun theme makes it stand out in a crowd and will make it easier for your participants to share an interesting story

o Keeping it uplifting is important!

o Success is intoxicating

Theme / Make Your Campaigns Interesting!

CASA of Travis County: Superhero Run

CASE STUDY

#17NTCgrowthplan


By The #’s /

2008 2009 2010 2011 2012 2013 2014 2015 2016

400

700

1100

1350

2600

2500

2300

2800

3350$2

2,50

0

$16,

000

$8,0

00

$21,

000

$27,

675

$35,

500

$48,

255

$54,

000

$47,

000

$8,5

00

$12,

500

$23,

000

$28,

500 $6

4,00

0

$63,

000

$58,

870

$69,

940

$91,

380

$8,5

00

$6,5

00

$19,

500

$30,

500

$40,

503

$61,

727

$53,

630

$55,

500 $79,

730

$39,

500

$35,

000

$50,

500 $8

0,00

0

$132

,178

$160

,000

$160

,000

$180

,000

$218

,000

Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total

CASE STUDY: USER EXPERIENCECASA of Travis County: Superhero Run

Fun Theme Switched Platform Central Location!


#2: DEFINING THE VALUE YOU BRING


WRITE DOWN YOUR ANSWER:What Is The Value Your Nonprofit Provides?


The Point for A Value Messaging Exercise

Clarify brand, specific value and competitive positioning in marketMessage to prospective donors based on their needs, in their languageLead with value statements, follow with program detailsEnsure consistent messaging across media and programs

Across departmentsBuild a foundation for campaigns & creative resources

We’ll talk tools!


• Products (Programs) and services deliver fundamental elements of value that address four kinds of needs (of your supporters): 1. Functional2. Emotional3. Life changing4. Social impact.

More elements = more loyalty to your brand

Elements of Value


Value Element Benefits Importance to Donor

Related Ways They Can Be Involved / Programs

Level of Differentiation

Saves Time •You can easily donate online, or to our Facebook page, or via mobile

High Sign up for an event and start fundraising

High

Makes Money •Offer a variety of ways to give Medium Online donation, integrate your campaigns into corporate social responsibility programs

High

Reduces Risk •Reduce your carbon footprint, and stop climate change High Become a sustaining donor and give regularly to help us reduce emissions through legislation

Medium

Quality •Every x $ goes to High $25 / month feed 5 kids every week

High

Integrates •Meets the donor where they are, i.e. engage with audiences in their space whether email, phone, social media. Integrate into the donor’s day-to-day workflow

High Talk to us on FacebookTell us your preferences – content survey

High

Connects •Connects organ donors to those in need Medium Be the match program HighDesign/Aesthetics •Easy to give, obvious how to become involved

•Website or social engagement provides a real connection to the cause through mission moments

High High

Supporter Value: Examples


<TARGET>: Who is the actionable group of potential donors you are going after that you can identify and communicate with?

<SEGMENT>: Within your target, what is the characteristic of the segment of supporters that are most likely to donate? While you may have visions of serving larger markets in the future (e.g. friends of donors/peer-to-peer), be as narrow as you can at this point (e.g., For people caring for a loved one affected by breast cancer.)

<BRAND>: Your organization’s name.

<CATEGORY>: A competitive frame for the donor – the short cut they can use to understand what you do. Just be careful about who you compare yourself to and make sure it’s a category your audience understands.

<DISTINCTION>: Within the above category, what is it that sets you apart? What makes you unique? More specifically, why are you better? This is what you alone can do for your supporters, and it’s the reason they should care about you.

<PROOF>: What is the proof to your claim? This doesn’t need to be complex and data based, but it’s what will convince your supporters and prospects that you can deliver on your promise – why you’ll be able to do what you say you can do.

Building A Positioning Statement


Let’s Put A Message Map Into PracticeBenefitting

GRUMPY CATS UNITED, nonprofit organization


Positioning Statement

MessagingPillars

Supporting Statements

We place more cats into forever homes

than any other adoption service in the

surrounding area.

Fast, easy online cat to potential owner

matching service.

9.5/10 cat to owner matches

prove successful

85% of all charitable contributions go directly

to the mission.

Easy search for potential

adopters and social network

sharing

Our large network of volunteers and donors works together to socialize.

Our Facebook match service easily helps to locate potential

owners and provide a way to vet matches.

For cat lovers who want who want to provide forever homes to elderly and often grumpy cats, Grumpy Cats United provides the most effective cat adoption matching service giving new hope to grumpy cats who would otherwise have no place to go.

We invest in technology so we can match

more effectively and accurately

Easy posting for those who have found stray cats

who need a home

We work effectively so that our donor’s dollars reach as far as

possible.

Network of over 150

volunteers

We are proud to partner with

Petco to place cats all across

the country

Put Your Value Into Message Map


ABOUT GRUMPY CATS UNITEDGrumpy Cats United provides cat adoption matching services that are effective for

matching grumpy cats to loving owners.

WAYS TO GIVE

Donate Online

Donate easily and quickly on our website to put grumpy cats in loving

homes.

Join the Network

Join our online community to help expand the reach of grumpy cats, and connect

them to loving homes.

Participate In Events

Participate in and fundraise with our annual cat walk.

It’s fun and for a great cause!

Join the Cat Club

By joining our monthly donor program, you’ll get special access to all the grumpy cat photos you

could ever wish for


Campaign Description When Offer/CTA AudienceWebsite Updates Add more video and update messaging April Donate / Learn how

to become involvedInbound (via website)

Social Media Advertising

Social media ads on LinkedIn, Facebook and Twitter

Continuous, evergreen campaigns

Join the online cat network

Target to large cat lovers as an interest area, people who have liked other cat pages on Facebook

Sustainer Nurture Campaign

Nurture target prospect lists with weekly outreach

May launch Become a monthly donor

Donors within the past 6 months

Event Participant Coaching

People who have registered for the catwalk

8 Weeks prior to event

Donate to yourself and recruit a friend to walk with you

Registered participants and prior year participants

Volunteer Network Post your own adoption stories April launch Share your story with the network

Volunteers

Then, Map the Value To Your Campaign Plan


Primary Buyer Persona

Website engaged, social media follower

Received marketing qualification score as potential donor

Those who we pass to development (example

major donors)MajorGifts

SITE VISITORS

And Build Marketing Funnels w/ GoalsPer Month or Quarter goals

3,000 / month

1500 / mo

500 / mo

100 / mo


#3: SOCIAL ENGAGEMENT


WHO USES SOCIAL MEDIA?EVERYONE!

http://www.pewinternet.org/fact-sheet/social-media/


WHICH SOCIAL MEDIA?LET’S LOOK AT STUDIES FROM SOME EXPERTS

http://www.pewinternet.org/fact-sheet/social-media/

http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

https://www.comscore.com/Insights/Blog/Snapchat-Breaking-into-the-Mainstream-as-it-Posts-New-Highs-Across-Age-Segments


DO SOCIAL USERS GIVE MORE?Across all four relevant networks, the average gift size was more

than double the population’s average gift.

LinkedIn $115.10Facebook $107.00

Twitter $110.74

Klout $114.19

Average GiftALL

Participants*

$54.19

*YES – Even when gifts over $1,000 were excluded

CASE STUDYCASA of Travis County: Superhero Run


DO SOCIAL USERS RAISE MORE?Across all four relevant networks, the average P2P raise amount was

more than double the population’s average raise amount.

* YES – Even when gifts over $1,000 were excluded

LinkedIn $307.75Facebook $263.17

Twitter $283.05

Klout $305.24

Average RaiseALL

Participants*

$123.06YES (excluding raise amounts > $1,000)

CASE STDUDYCASA of Travis County: Superhero Run


DO SOCIAL ADVERTISINGFACEBOOK ADS ARE ATTENTION ARBITRAGE

• A massive content explosion has resulted in a decline in the organic reach of Facebook Pages.

• Publishers used to reach 16% of their fans back in 2012

• As per March 2015 Locowise report, the average organic reach of Facebook pages with over a million likes is 2.27 %. – Niel Patel

• Facebook wants to increase the engagement in its News Feed. So, its algorithm ensures that only the most relevant and high-quality (300 or so) stories appear in a user’s feed.

https://www.marceldigital.com/blog/2015/08/what-is-content-noise

http://www.adweek.com/socialtimes/organic-reach-facebook-will-reportedly-drop-1-2/148362

https://www.facebook.com/marketing/posts/10150839503836337

https://www.facebook.com/marketing/posts/10150839503836337

http://www.adweek.com/socialtimes/locowise-march-2015/619104


BUT, WHAT ABOUT…?LET’S TALK PREDICTIONS OVER THE NEXT FEW YEARS & WHAT YOU SHOULD DO

Keep emailingMore visual

VideoKeep mailing the RIGHT generation

Look for efficiency hereFocus on social

Think about social advertising to promote events


ALSO, DON’T HATE ON THE OLD SCHOOLSome of the old tried and true methods are still powerful, maybe even more now because they are rare

A Personal Story / Case Study

• Handwritten notes

• Personal direct messaging on social media outlets, and via email (not just mass marketing)

• Want to meet up for coffee when I’m in your neck of the woods?


THE ROBOTS ARE HERE


LinkedIn

Google+

Charlie

Norbert

COMMUNICATE! COLLABORATE!

• Get out of the inbox

• Share a common channel and online planning tool

• Collaborate! Get everyone talking together at the same time

• Build culture


LinkedIn

Google+

Charlie

Norbert

USE GOOGLE TOOLS


CHECK ‘YO SELF W/GOOGLE THINKTOOLS TO TEST YOURSELF


LinkedIn

Google+

Twitter

Charlie

Norbert

“ZAP”


GRAPHICSCANVA: $12.95 / Month with branding theme options

Hire a designer on Upwork or Fiverr


WEBSITES THE MKTG. DEPT CAN DOIT’S EASY AND INEXPENSIVE TO BUILD A BEAUTIFUL WEB PRESENCE FOR YOUR ORGANIZATION


VIDEOANIMOTO

SNAPCHAT SPECATACLESMUSIC.LY APP


USABILITY TESTING

CRAZY EGGSUMOME WORDPRESS PLUGIN


LinkedIn

Google+

Twitter

Charlie

Norbert

STRATEGY TOOLBOXJohnhaydon.com FOR REGULAR TRAININGS

ADSPRESSO: Facebook ads training

http://www.nptechforgood.com/2016/04/11/how-to-get-your-nonprofit-started-on-snapchat/

Listen to podcasts when commuting, cooking, etc.


LinkedIn

Google+

Twitter

Charlie

Norbert

GET MEANING FROM DATA$168 for a whole year!

https://www.salesforce.com/products/einstein/overview/

SALESFORCE EINSTEIN

Klipfolio: for all in one dashboards$24/mo

Cyfe: for all in one dashboards: I have a discount code on this one http://ssqt.co/m5bQ5fn


BUZZ WORDS!ARTIFICIAL INTELLIGENCE

BIG DATA

The theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-

making, and translationbetween languages.

Big data alongside artificial intelligence is simply going to help us look at donor data in a more meaningful way (without having to be data scientists or break the

bank.)

Extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions.


LinkedIn

Google+

Twitter

Charlie

Norbert

THIS TURNS INTO THIS


THANK YOU!!!

If Elle Woods could become a lawyer,

we can certainly growth hack our causes!

DOWNLOAD OUR LATESTEBOOK on Kimbia.comHomepage written byyours truly

Free webinars: Kimbia.com > Resources

If you want more of this, GO SUBSCRIBE TO growthhackers.com and I’ll notify you when Season 1 launches in April

Contact me:[email protected]

mailto:[email protected]


ABOUT KIMBIADriven by the donor experience.

Kimbia provides online fundraising software that is fast and easy for the donor to use,

driving more engagement and revenue.

OUR SOLUTIONS

Everyday Giving

Reduce barriers, engage donors, turn one-time

donors into repeat donors

Peer-to-Peer

Increase donations by empowering supporters with easy-to-use tools

Events

Maximize your event ROI with an exceptional

supporter experience

Giving Days

Deliver effective one-day crowdfunding events

with ease

Reporting and CRM Integration